Tooru

Name

Tooru

Legal name

Tooru plc

Website

https://tooruplc.com

Company type

Public

Founded year

2025

Operating status

Operating

Headcount range

51–100 employees

Short description

Tooru plc is an AIM-listed UK health and wellness holding company owning gluten-free brand Juvela (25+ years, NHS prescription distribution), plant-based nutrition brand Pulsin (15+ years), new gluten-free bakery brand OAF, plantain crisp brand Purely, and e-commerce agency Market Rocket, serving UK consumers via supermarkets, prescriptions, and digital channels.

Ownership category

akta.pro rank

Product category

Health & Wellness Food Products

NAICS

Bakeries and Tortilla Manufacturing (3118), Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro industry

PRIMARYCRADAAAI

Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Food & Beverage (Packaged)

SECONDARYCRADABAG

Snack Bars (Granola, Protein, Cereal Bars)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Snacks & Confectionery

SECONDARYCRADAGAB

Vitamins & Minerals (Single Nutrients)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYTHAFAKAB

Smoothie & Protein Shake Bars

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Beverage Shops (Juice, Smoothie, Tea, Non-Alcoholic Specialty)

Keywords

• Gluten-free foods
• Plant-based nutrition
• Healthy snacks
• Consumer packaged goods
• E-commerce agency services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Consumer packaged goods sales: Tooru generates revenue through the sale of owned consumer brands including gluten-free products (Juvela, OAF), plant-based nutrition (Pulsin), and healthy snacks (Purely). Revenue streams include retail supermarket sales, prescription sales for coeliac patients, and direct-to-consumer online sales.
2. E-commerce agency services: Market Rocket generates revenue through upfront project fees, ongoing monthly retainers, and performance-based sales commissions from digital marketing services to consumer brands on Amazon and other marketplaces.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Tooru plc owns and operates a portfolio of UK health and wellness consumer brands, including Juvela (gluten-free breads, cereals, pastas, and baking mixes, many available via NHS prescription), OAF (gluten-free bakery), Pulsin (plant-based protein bars, shakes, and nutritional snacks), and Purely (premium plantain crisps). Through its Market Rocket subsidiary, the company also provides D2C e-commerce growth agency services to consumer brands via Amazon, TikTok Shop, Meta, Google, and SEMrush partnerships.

Product overview

Tooru PLC operates within the health and wellness sector as an AIM-listed company owning established consumer brands. The portfolio includes Juvela (leading UK gluten-free brand with 25+ years history), OAF (new gluten-free bakery sub-brand launched in 2025), Pulsin (plant-based nutrition company with 15+ years experience), Purely (healthy plantain crisp brand), and Market Rocket (D2C e-commerce agency). The company focuses on organic expansion and strategic acquisitions to enhance shareholder value, with brands distributed through major supermarkets, prescription channels, and direct-to-consumer platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Juvela: The leading gluten free brand in the UK with over 25 years of history. Offers gluten-free foods including breads, cereals, pastas, and baking mixes, many available on prescription.
• Pulsin
• Purely
• Market Rocket
• OAF

Products and services

• Juvela The leading UK gluten-free brand with 25+ years of history, offering breads, cereals, pastas, and baking mixes developed to replicate the taste and texture of conventional wheat-based items. All products are certified by Coeliac UK and manufactured in Pontypool, Wales. Sold through UK supermarkets and NHS prescription channels to coeliac and gluten-intolerant consumers.
• OAF A vibrant gluten-free food brand launched in 2025, born out of Juvela's expertise. OAF offers high-quality bakery goods targeting younger, health-conscious consumers and benefits from the company's new allergen-free manufacturing site in South Wales. Secured an ASDA listing in February 2026.
• Pulsin A British plant-based nutrition company offering protein bars, shakes, nutritional snacks, keto products, and private label bar manufacturing. Focused on clean-label, functional foods made without refined sugars or artificial ingredients. Operates specialized manufacturing facilities with new chocolate enrobing capability and supplies its own brands as well as third-party private label customers.
• Purely (We Love Purely) A healthy snacking brand offering premium plantain crisp products distributed in the UK and certain international markets. The crisps are 30% less fat than traditional potato crisps, low in sugar, high in potassium and fibre, all natural with no trans fat or palm oil, dairy- and gluten-free, HFSS compliant, vegan friendly, and kosher.
• Market Rocket A specialist, accredited e-commerce growth agency acquired in April 2022 that helps consumer brands maximize online sales potential on Amazon and other digital marketplaces. Services include strategic account management, listing and SEO optimization, graphic design, paid advertising, and direct selling capability. Holds Works Certified partnership status with Amazon, TikTok Shop, Meta, Google, and SEMrush.

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• Coeliac UKcoreStrategic or Co-development PartnerCoeliac UK provides certification for Juvela gluten-free products. All Juvela products are certified by Coeliac UK, establishing trust and credibility for coeliac patients. This certification supports Juvela's prescription market position and brand authority in the gluten-free sector.
• AmazoncoreTechnology or IntegrationMarket Rocket holds Works Certified partnership status with Amazon, enabling brands to maximize their presence on Amazon UK, Europe, and Global marketplaces. This certification enables verified Amazon advertising partnership capabilities.
• TikTok ShopcoreTechnology or IntegrationMarket Rocket holds Works Certified partnership status with TikTok Shop, providing expertise in social commerce and short-form video shopping integration.
• Meta (Facebook/Instagram)coreTechnology or IntegrationMarket Rocket holds Works Certified partnership status with Meta, enabling targeted advertising and social commerce capabilities across Facebook and Instagram platforms.
• GooglecoreTechnology or IntegrationMarket Rocket holds Works Certified partnership status with Google, providing expertise in search advertising, YouTube marketing, and Google Shopping capabilities.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• FREYA: Plant-based functional beverage and snack brand. Comparable to Pulsin in the clean-label plant-based nutrition consumer segment and in UK retail and DTC channel mix.
• Deliciously Ella: UK plant-based and free-from food brand with strong D2C and grocery presence. Comparable to Pulsin and Purely in plant-based snacking and to OAF in appealing to younger, health-conscious consumers.
• Bobo's: Oat-based snack bar brand. Relevant comparable to Pulsin's bar range on product format, clean-label positioning, and natural/specialty retail distribution.

Broad incumbents

• Premier Foods: Major UK food manufacturer with adjacent branded categories (e.g., plant-based, baking mixes). Operates in the same UK grocery channels as Tooru and faces similar retailer dynamics.
• Associated British Foods (ABF): Diversified food and ingredients group (Twinings, AB Mauri, Primark). Sells into the same UK grocery channels and operates in adjacent wellness/healthy food categories at much larger scale.
• Hain Celestial Group: Global natural and organic CPG platform owning multiple health-focused food brands. Broad incumbent analogue to Tooru's multi-brand free-from and plant-based portfolio, though at materially larger scale and geographic footprint.

Direct peers

• Dr. Schär: European market leader in gluten-free packaged foods (breads, pastas, bakery). Closest direct comparable to Juvela and OAF given shared product categories, certification focus, and dedicated gluten-free manufacturing.
• Genius Foods: UK-based gluten-free brand focused on breads, rolls, and bakery. Direct competitor to Juvela and OAF across the same UK grocery channels and category positioning.
• Grenade: UK protein bar and sports nutrition brand with a similar plant-based/functional positioning to Pulsin. Comparable in target consumer, retail channel mix, and product format (bars, snacks).
• Glutafin: UK gluten-free brand with strong presence in prescription and retail channels, including products available on NHS prescription. Direct peer to Juvela on both prescription and grocery sides.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tooruplc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments10 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tooru